July 11, 2018
Boston Business Journal
Italian shoe company M.Gemi opening fit shops in Boston, Hingham
Italian shoe company M.Gemi is saying ciao to two new bricks-and-mortar locations.
The Boston-based e-commerce retailer will open a pop-up fit shop at 172 Newbury St. in the city’s Back Bay neighborhood on Friday, followed by a shop at Hingham’s Derby Street Shops on July 20.
The stores are the latest example of the “clicks to bricks” retail trend, where formerly online-only retailers open small-footprint physical locations to expand sales beyond just e-commerce.
M.Gemi launched in 2015 as an e-commerce brand selling Italian-made handcrafted luxury footwear directly to consumers. Since its launch, the brand expanded to pop-up stores in New York and Los Angeles. It then opened a physical store in Boston’s Prudential Center, as well as two fit shops in New York. At the fit shops, consumers can try on shoes and place orders that will then be shipped within two days.
“Our fit shops have quickly become an incredibly important part of the M.Gemi brand,” said M.Gemi co-founder and president Cheryl Kaplan in a statement. “By interacting with shoppers both online and off, we can bring our brand to life more fully and learn even more about what is resonating with our clients. As a Boston-based brand, we’re thrilled to be popping up on Newbury Street so that local Boston shoppers and visitors alike can find their perfect pair.”
Matt Binder of Binder Spencer Partners designed the 172 Newbury St. retail space, which is part of Jamestown LP’s Newbury Collection. Derby Street Shops is owned by Chestnut Hill-based WS Development.
By Catherine Carlock